Tsar – traditions of healthy eating

Design: Getbrand
Location: Russia
Project Type: Produced
Product Launch Location: Global
Packaging Contents: cereals, pasta, flour

Task
After brand auditing we found out the following: the packaging design was quite informative, but it lacked semantic content. With the strengthening of competitors or the appearance of new brands on the shelf, the effectiveness of the package design of Tsar would automatically decrease, which would lead to an even greater decrease in sales.

It became clear that a redesign was needed, and we started working on it with positioning development.

Decision
Despite the decline in their income, buyers are ready to pay for quality branded cereals and pasta. From a close study of the composition of sausage and cottage cheese, people turn their attention to the contents of packages with buckwheat, rice, semolina, so that at least here they could afford themselves a good quality.

For the new positioning, we have allocated two territories – control and comfort.

On the territory of “Control” there are clear, discreet and smart brands, the quality of which can be confirmed. The “Tsar” brand corresponds to this territory with its product characteristics (clear, basic assortment, high-quality products, own production and control from field to counter).

Brands from the territory of “Comfort” take care of their consumers, creating maximum coziness and comfort, helping them take care of themselves, their health and well-being. This also applies to the “Tsar” brand in its behavior, attitude towards consumers.

Using the «Inspirational Question» technique, we identified the buyer’s problem: It is important for me to take care of my family, to make sure that the food is correct and varied. But to buy quality food for good nutrition, you need to spend a lot of effort, time and money, and resources for this are not always enough.

In this situation, the “Tsar” comes to the rescue. The brand helps customers solve the problem: it creates and constantly improves a wide range of high-quality and affordable food products, gives advice on the formation of a correct and healthy diet of basic ones, supports a healthy lifestyle and mass sports.

The logo plays on the brand name and is depicted as a crown in the rays of the rising sun. In addition, the very name “Tsar” is crowned with a symbolic crown of wheat.

The contrast of yellow and blue evokes associations with a golden wheat field stretching under an azure sky. Such a bright color scheme will surely draw attention to the product. All rational benefits are on the front side of the packaging.

The back side is a storytelling of the manufacturer’s business, supported by visual infographics of how to prepare the product.

As a result, we have created a competitive brand with a unique design that stands out on the shelf and communicates the competitive advantages of products.